Digital marketing is an industry that moves quickly and attracts lots of buzzwords. It can sometimes feel like you are speaking another language when talking to your content agency.
Smart content is one of the terms that has been popularized in recent years. It's a hot topic.
Smart content is something you have heard of, but aren't sure what it means or how to use it in your marketing strategy. Keep reading!
Smart content is content that changes dynamically based on the customer segment targeted.
Customers can customize Content to suit their needs and preferences.
Dynamic content offers many advantages, including personalization, improved targeting, automatic optimization and measurability.
What is Smart Content?
Smart content is another name for dynamic content. It's likely that you are familiar with the terms “Smart” content and “dynamic” sites.
Websites that are static are hard-coded display the exact same information to all visitors at all times. Dynamic websites are built from data in a database. The information can be modified to fit the viewers' needs.
The vast majority of websites today are dynamic. There aren't many static websites. Because they are both more powerful than static websites, and also more flexible. It's easy to change the appearance of the site because the data is stored in separate databases. You don't have to mix the content with the code.
The same principle applies to smart content and dynamic content. Smart content can adapt and change dynamically depending on the person reading it.
This allows content to be tailored to the reader and creates a more personal experience, which can lead to increased conversions.
What is Smart Content?
Smart content refers to your CRM, marketing automation platforms, and other software to get information about the person using it.
These could include:
- Their names
- Where they live
- Email address
- Interactions on your social media accounts
- They've purchased items from you before
- They've previously used previous offers
- They've also visited other websites
- Activity on your site in the past
- Any other useful information.
This information can be used to personalize the content in different ways. This basic form of smart material can also be used to create emails personalized with our names. But smart content is possible.
You could, for example, divide your users into targeted groups and optimize the content for each group. This will make it more personal and more likely to convert.
Smart content allows you to make unlimited customizations. To appeal to different user groups, you could make subtle changes to your headings and CTAs. With different colors and images, you can change the visual appearance of content. You could also display different content to new users as opposed to the same content you show to existing users.
Smart Content: The Benefits
Smart content can be a smart decision for many reasons.
Marketers know that personalized content is more effective than generic content. Personalized email messages are 26% less likely to be opened than those with unpersonalized subject matter, and 78% of consumers believe they will not engage with brand promotions (according a Marketo study).
Smart content allows you to create content that is more personal and relevant to each person who reads it. This results in better user experience and higher conversion rates for you.
Target More Effectively
Your CRM and marketing software data, along with the intelligence and automation of smart content software, allow you to target very specific users.
It would be impossible to create more than one version of traditional marketing content. It would be difficult and time-consuming to create the different versions and measure results.
Smart content allows you to create infinite variations of one piece of content that are targeted at as many groups as you want.
Smart content can really show its power when it uses AI-powered automation in real time to optimize for conversions.
High-tech machine learning algorithms allow your content to optimize automatically for each visitor, learning from each other's actions.
The software does all the work automatically, so you don't have to do any time-consuming or resource-intensive A/B tests to optimize your marketing messages.
Measurable and Improved ROI
Smart content has a significantly higher ROI than static content. This is due to all the reasons mentioned above. And, most importantly, it's easy to gather and measure the data needed to accurately calculate ROI.
Smart content functionality in marketing software makes it easy for you to see how people interact with your content. This includes how long they read it, where they click and whether that click leads to sales or another conversion.
Get Started with Smart Content
Although smart content might sound complicated to create, it is not something you should try on your own without having some serious skills.
It is a good idea to get to know your audience and collect as much information as you can. Smart content will be more effective if you are able to segment your audience more precisely.
We can help, that's the good news! Our Content Builder Service analyzes your audience, your competition, and the best content published on topics you are interested in being an expert for. We then create a plan that includes 100-200 SEO-driven articles ideas.
Contact me to set up a consultation and I will send you a PDF copy of my books. Get started today to generate more leads and traffic for your business.
The post Smart Content: What is it and How can it work for you? Marketing Insider Group published the first version of this article.
By: Michael Brenner
Title: What Is Smart Content And How Can It Work For You?
Sourced From: marketinginsidergroup.com/content-marketing/what-is-smart-content-and-how-can-it-work-for-you/
Published Date: Tue, 25 Jan 2022 15:00:00 +0000